Digital marketing strategy for small business is different from the corporate business houses. Small businesses need low investment marketing strategy. In this article I will explain how to develop digital marketing strategy for small business and what digital marketing strategy is viable for which type of business.
Marketing strategy is not a magic. It can’t give you immediate result but in the long run it can give you good results.
Let’s jump into the deep:
How to Build Digital Marketing Strategy for Small Business
First, you have to select the demography for building digital marketing strategy of your small business. Check the below points for select the demography:
- Who are your target customers
- What is the age group of your target audience
- Online habit of the target audience
- Their profession
- Where they live
- Their interest
- Their education
Who are Your Target Customers
Targeting customers or audience is the most important part for building a perfect digital marketing strategy for a business. If you do any mistake to target your audience, your total effort for digital marketing strategy will go down.
Example: Just think, you are selling sports shoes and accessories. Naturally young generation use these items. But you target 30 to 60 age group people as your audience. In this case, you will not get good sales conversation from digital marketing.
What is the Age Group of Your Target Audience
You have to know the age group of your target audience. Otherwise you will not get accepted results from the digital marketing campaign.
Example: You are selling high value branded watch. Naturally high income range people use this type of watch. You start digital marketing campaign and target all income group people from the age 25 to 65. In this case, you will not get enough sales conversion.
Online Habit of the Target Audience
You have to know the online habit of your target audience for getting more sales conversion from the digital marketing campaign.
Example: You are selling home décor products. Females are the main consumers of this items. You are selling the products in Canada. You are doing digital marketing campaign through Facebook ad. In this case Pinterest can give you better sales conversion than Facebook. Because, in Canada, Pinterest is more popular for getting home décor ideas.
Consumers’ profession plays a vital role for building digital marketing strategy. Without knowing their profession, it may goes in the wrong direction.
Example: You are selling medical equipment. In this case your target audience should be medical professionals. Other professionals don’t need to see your campaign.
Where the Consumers are living
You have to know the target audience’s geological area for getting a good result from the digital marketing campaign.
Example: Your target audiences are living in the South Asia, where most of the people use Facebook for social connecting. But you are promoting your products on Reddit. It will not give you good result.
Consumers’ interest plays an important role in the digital marketing strategy. Without knowing their interest your digital marketing strategy may fall.
Example: Your products are sports related. But you reach to the people who like video games. In this case your digital marketing campaign will not work.
In all the cases consumers’ education is important for building digital marketing strategy as well as digital marketing campaign.
Example: If your consumers are not enough educated, your content marketing technique and copywriting technique will not work in the digital marketing campaign.
You should always consider the above points when you will develop digital marketing strategies for your business.
Now let’s see what are the digital marketing strategies you can take for minimum expenditure as you have a small business.
- Google My Business
- Social Media Optimization
- Social Media Marketing
- Search Engine Marketing
- Video Marketing
- Content Marketing
Let’s see how to use the above marketing techniques and how it help your business:
Google My Business
Google my business is Google’s local business promotion tool and it is totally free. You can create your own local business page here, where you can regularly update your offers and prices. Google my business offers you one free website, free Google map listing, review options, etc. You will get regular visitors from Google through Google my business page free.
You can also promote your Google my business page through paid ad.
Social Media Optimization
In 2020, social media is the most traffic engaging platform on the internet. Comparing to traffic analysis YouTube is the no. 1 and Facebook is the no. 3. Both are social media platforms.
Social media optimization is non paid technique of getting traffic and engagement. You can sell your product and services without any website and only using social media platforms like Facebook, YouTube and Pinterest.
Let’s see how you can use social media free for your small business:
- Create Facebook Page
- Create Facebook Group
- Make a YouTube Channel
- Pinterest Board Creation
Create Facebook Page
Facebook offers you free business page creation facilities. You can create a beautiful Facebook business page, invite your friends to like the page. Many entrepreneurs started their business through Facebook page. Before starting your page activity, create a Facebook page user name. Insert your web address into the page. If you don’t have website, just create a free website at Google My Business and insert that web address into your Facebook page. For Facebook page optimization you have to update your post, offer, products, and services regularly. Bookmark your page link to many social media platforms as much as you can.
Create Facebook Group
Facebook group plays a vital role to promote your products and services. It is very helpful for the Facebook page engagement, YouTube channel engagement and other social media engagement. Your Facebook group should be public for promoting your business. Encourage your group members to post their thoughts and views to the group. Your products or services will promoted more when the group members’ activity will increase.
In the Facebook group, you will post about your products, services, your Facebook page, YouTube videos, GMB post, etc.
YouTube is the best social media platform considering the traffic engagement among the globe. You should create a YouTube channel for promoting your products or services. Make videos and upload to the channel. Share your YouTube videos and channel to your Facebook group and pages. It is the best technique to get viewers to your YouTube channel. You can do animated video also for YouTube channel. Regular uploading new videos to your YouTube channel will help to get more viewers. Build traffic funnels for your YouTube channel by building backlinks, so that, you can get more viewers.
Pinterest Board Creation
Pinterest is a very good social media platform for selling lifestyle, beauty, home décor related products and services. First create a board at Pinterest. Board name should be related to your products or services. Now start posting images of your products or services to your board. Always remember that Pinterest is a social platform. Here, you should follow others for increasing your followers. Always save other’s pin that are related to your products or services, so that, many others save your pins to their board. The more your pins save to other’s board, the more exposure you will get.
Social Media Marketing
Social media marketing is the paid technique of promoting products and services. All the above social media platforms have paid marketing system. Paid marketing at social media is very easy. You have to select the demography, target audience, geo location, age of the target audience, interest of the audience, time of the paid marketing (how many days you want to run the ad) and the payment option. If you can properly do the above options, you will get good results from social media marketing
Search Engine Marketing
Search engine marketing is the paid system of showing your products or services to the search engines. When you use Google chrome or Bing, you have seen ads. This type of ads are called search engine marketing.
In the search engine marketing you have demographic selection option, geo location target option, target audience, age, interest, etc.
You can use image, video, animated image, animated video, web link, as content for showing ads on the search engines.
So, in the search engine marketing, you need quality content, demographic selection, and payment option.
Nowadays video marketing is very popular and effective technique for generate sales leads. In this technique, you have to make a video on your products or services and submit on the free video submission sites like YouTube, Vimeo, Metacafe, Dailymotion, Dropshots, etc.
After publishing your video on the above sites, you should share the link to the social media platforms for getting better results.
Content marketing is technique is different from the other marketing techniques. In this technique, you have to create a copywriting content and spread it to the internet through social media platforms, search engines, emails, etc.
Your content may be in written form, image, video, animation, audio, etc.
Example of Copywriting Content:
As per doctor’s advice you need to do jugging 1 hour regularly. Now you start jogging but can’t do 1 hour. Because after 30 minutes you feel leg pain. You are using brand “A” shoes for jugging.
One day you go to the market and see a nice shoes, which brand is “X”. You buy the “X” brand shoes. The next day you go to jugging wearing the new shoe. Now you feel better and can run 1 hour and more without any pain.
When other people see your statement (it may be in written format, video or audio), they will feel interest to buy the “X” brand shoe.
All the above digital marketing strategies are very cost effective for a small business. On the above strategies, you may find similarities on SMO, SMM and SEM.
Here I am showing you a comparison between SMO vs SMM vs SEM for your easy understanding
SMO Vs SMM Vs SEM
|It is an organic strategy for generating traffic and sales leads||Paid strategy at social media platforms||Paid strategy at search engines|
|Very cost effective||Costly comparing to SMO||Costly comparing to SMO and SMM|
|Difficult to select targeting audience||You can select target audience||You can select target audience|
|You will get results until you remove the post||You will get results only at the time of ad running||You will get results only at the time of ad running|
|Require long time for getting good result||You can get immediate results||You can get immediate results|
|Time consuming work||You can do it fast||You can do it fast|
|Difficult to do comparing to SMM and SEM||Easy work||Easy work|
SEO, SMO, SMM all these three digital marketing strategy can generate sales leads.
SMO is the lowest cost.
Yeah, it is totally free.
Google My Business is the best digital marketing strategy for local and small business.
It depends on the Geo location, target audience, your products and services. In some cases Facebook is the best. Pinterest, YouTube also can give you very good result.
The above digital marketing strategy for small business will help you to run marketing campaign within a very small budget. You can choice any of the above strategy for generating sales leads.